It's a seller issue - send them a message about it. For all you know the seller broke it before shipping it and after they took photos. UPS can also blow you off because the carton was reused rather than new, and if there was no insurance, they'd only pay you $100 or so. And if the carton wasn't damaged, all the more. Plus, the thing is, the money goes to the person who paid them, not you, so the seller will get the money and they're supposed to refund you.
Yes, as someone who's made claims, it's really a big ripoff.
Your best bet is to talk to the seller - they may go above and beyond to help you out.